No Noise de-branded design at Selfridges
Famous brands including Heinz, Marmite and Levi's have produced limited editions of their products with no brand names on the packaging for London department store Selfridges.
Top: Heinz No Noise Tomato Ketchup 342ml, £2.99
Above: Heinz No Noise Baked Beans 415g, £1.99
The range of pared-down packaging was created for a new concession in the Selfridges store on Oxford Street called The Quiet Shop, which also stocks a range of minimal fashion, accessories and beauty products.
Above: Clinique No Noise Dramatically Different Moisturizing Lotion 125ml, £29.50
Products with their names removed include Heinz tomato ketchup, Crème de la Mer moisturiser and Marmite.
Above: No Noise Marmite 250g, £4.99
"As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place," say the organisers. "In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find calm among the crowds."
Above: Levi's No Noise 501 straight-leg jeans, £115
The No Noise at Selfridges campaign also features a Silence Room where shoppers can take a moment to compose themselves and relaxation pods by meditation company Headspace.
Above: No Noise Crème de la Mer Limited Edition Moisturising Cream 60ml, £190
We've previously featured minimalist packaging by designers Antrepo, which is included in the Dezeen Book of Ideas. See all our stories about packaging »
Above: Beats by Dre No Noise studio headphones, £280
Other stories about Selfridges on Dezeen include the recently refitted menswear department and a concession featuring Yayoi Kusama's obsessional polka dot patterns.
Above: de-branded Selfridges shopping bag